A lack of foundational guidelines created inconsistencies within the brand, disconnection between sub-brands, and a weak shelf presence. Loyal consumers knew where to find us, but younger consumers didn’t understand the value proposition. After pitching a full brand refresh to internal leadership and gaining support for the undertaking, I developed an RFP process, briefed five participating packaging agencies, and embarked on a multi-year overhaul of over 100 SKUs, at 7 manufacturing locations with packaging vendors across film, corrugated, and labels.
2018
Weathering the chaos of covid lengthened our timeline, but the end result was connected sub-brands, jump off the shelf presence, easier shoppability, and consistent brand guidelines to strengthen the brand for generations to come. By using graphic elements to speak to the sub-brand attributes, a color coding system to differentiate the different products, and larger color panels to maximize findability, we are able to create a system easily applied to new items, that helps consumers better shop the whole brand.
2022
